Marketing and Advertisements

A business’s success depends on its ability to determine what customers want and then provide it. For Greenpeace the success would be the supporters feeling like they are making a difference, while actually making a difference. The vision of Greenpeace as a “Frontline” team is to deliver to supporters experiences that engage them in Greenpeace campaigns. They look to develop a sense of belonging and community, so each supporter feels like a member of the Greenpeace team and their individual support makes an impact. Greenpeace strives to be a different, better, more rewarding organization.

Advertising has three purposes: to create product awareness, inform consumers about a product or service, and to motivate consumer demand for the product. Greenpeace advertises their organization by using the internet, newspaper, television, magazines, etc. Many ads rely on fallacies and psychological persuasion rather than credible information and rational argumentation. Greenpeace uses scare tactics to create anxiety or play on consumer fears, insecurities, or sense of shame. Greenpeace ads show the “what if” aspect to consumers or the fallacy of questionable cause. Greenpeace insists that if consumers volunteer or donate money they are helping preserve nature. Greenpeace also uses the fallacy of popular appeals impression “everyone” is jumping on board helping the environment and the fallacy of appeal to inappropriate authority advertising that celebrities are doing it too.